Total retail volume sales of wine began to rebound during 2021, but they remained below their pre-pandemic peak. This was particularly the case for on-trade volume sales.
Romania is a big wine producer, and domestic wine dominates local consumption due to a combination of tradition and low pricing. Indeed, the pandemic has served to boost the consumption of local wines because the economic shock that it engendered has made many local consumers more price sensitive.
During the early part of the review period, modern grocery retailers overtook traditional grocery retailers as the leading distribution channel for wine, and the dominance of the former continued to deepen during 2021. Chains like discounter Lidl are rapidly expanding their store networks and very competitive on price.
Total volume sales of wine will continue to expand at a robust pace during the forecast period, exceeding their pre-pandemic peak as soon as 2022, as the threat posed by COVID-19 continues to diminish. However, the recovery in on-trade demand will be relatively sluggish, with volume sales not set to exceed their pre-pandemic peak until 2024.
In what is likely to be a difficult economic environment (at least during the early part of the forecast period), competitively priced offerings are likely to fare particularly well, with promotional offers and discounting likely to proliferate in modern grocery retail outlets like Carrefour. Heightened price sensitivity may also boost demand for larger formats, such as ten-litre bag-in-box offerings.
E-commerce will continue to grow in popularity during the forecast period, as the country’s internet retail infrastructure continues to mature. This will lead to reduced delivery costs and faster delivery times.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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